At the heart of innovation

Since 1996, BTP Consultants has been active in the construction and consultancy sectors through its various specialised subsidiaries. For its customers, BTP Consultants carries out property diagnostics and project management assistance. The existing visual identity lacked coherence, harmony and clarity. The group’s visual identity was not formalised, and all the sub-brands were represented by different emblems. A figurative pictographic emblem for BTP Consultants, an abstract icon for MBAcity and a set of typographic ligatures for Citae. The wordmarks also lacked coherence.

In the midst of rapid growth and strategic development, the group seized the opportunity to rethink its brand image and improve the legibility of its brand architecture.

Simplifying the brand architecture

The regular acquisition of specialist companies contributes to the expansion of the BTP Consultants Group’s brand architecture. To make this organisation easier to understand, we have designed an identity for the parent brand: the BTP Consultants group. The sub-brands adopt the group’s identity: with the same emblem and typography. The use of these common visual cues reinforces the unity of the group’s subsidiaries and presents a coherent brand architecture.

Visual identity evolution

An evolution of the emblem
We opted for an evolution of the design of the emblem, towards a more abstract and impactful version. We removed the figurative and overly literal elements, while retaining the shape of the original emblem. A geometric symbol that represents focus: the embodiment of control and precision. The simplicity and graphic impact of this emblem means it can be used flexibly and effectively to represent the brands of the BTP Consultants group.

Colours

The colour palette reflects the diversity of the Group’s expertise: each company has a colour associated with its specialisation. To harmonise the colour palette, we adjusted the previous colours of the sub-brands to achieve the same level of saturation and brightness across all the hues. The Group, meanwhile, has been given a silver colour and a contoured emblem to distinguish it and establish its status as the parent brand.

Typefaces

The chosen brand typefaces reinforce and complement the geometry of the visual identity. T-Star Pro is used for the titles. Its vertical, geometric and condensed design evokes construction and solidity. We chose Weissenhoff Grotesk for the running text, a typeface with a geometric structure and low contrast. Its humanist forms make it an ideal typeface for running text.

A graphic system that can be applied to various touchpoints

The identity comes to life on a range of everyday communication media: stationery, sales brochures and presentation materials. The graphic system uses the emblem in a variety of ways: cropping of images and typography, as a photo window, etc. The Group’s colours are used sufficiently, adding dynamic and human touches to a brand that exists in a sector saturated with cold technicality.